Abstract
The research on advertising effects in the multiple media context: The importance of the interaction of consumer and media
Jae Young, Cho, Ph.D.(Lecturer, Department of Advertising & PR, Hanyang University)
There have been a lot of researches on the new paradigm to complement the traditional information processing model on the effects of advertising. This paper discusses changes in advertising and the media, and the implications of these changes for research on advertising. New media spreading, the multiple dimensions of advertising, media and consumer are conceived importantly in the research on advertising effects since advertising media and non advertising media influence on the interaction of consumer and media. These complex situations show that it is difficult to explain the effects of advertising with only the measures to get in the controlled exposure situations.
This paper suggests that future advertising research approach be changed to what consumer does with advertising instead of advertising's 1inear effects on consumer. The effect of advertising has become more subtle and more difficult to tease apart from other effects. Its effects are influenced by the competitive context of which it is a part. Its effects are impacted by the media context in which it is embedded and by the choices consumers make about how to interact with those media. Its effects are mediated by the other elements of the marketing mix. Its implications are manifest. Advertising research perspectives should be concerned with how consumer respond to their environment when their own purposes guide response. This would mean that the focus of research should be the ways on consumers control advertising and other marketing stimuli, rather than how advertising control consumer behavior.
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